MKTG101 Notes 3.

2: Corporate Branding
Brand
 A brand is a promise
 Vision
 Domain: the type of business you are in
 Mission: what do you want to achieve?
 Values: some of the values the company stands by
 Culture
 Policy; Procedures; Trainings; History – Traditions; Ceremonies Rituals; Behaviour Codes;
Attitudes; Customer Orientation
 Product/Service
 Quality; Consistency; Reliability; Innovation; Price (value); Breadth of Line; Style; Function
 Communication
 Corporate identity; Product identity/packaging; Retail identity; Interactive environment; Public
relations; Advertising

Brand Identity
 Core Identity
 Name; Symbol; Typography; Colours; Formats
 Brand Identity
 Stationary; Packaging; Signs
 Tie in Core Identity with your products and services

Branding Principles
1. Articulate A Clear Vision
2. Know Your Target Audience
 E.g. Disney attract families and kids
3. Set Clear Communication Goals
4. Know the Value of Your Brand Identity Equities
5. Know How You Want To Be Perceived
6. Be Consistent – and Flexible
7. Developed a Focused Branding Strategy
 Company/Product Emphasis
 Decide which you want to focus on (Product or Company or both?)
 Product is the hero, but there is still company association E.g. DuPont
 Brand Personality
 Red colour and the waves give Coca-Cola a cheerful personality
 Global/Local Focus
 Key Media
 Promote identity on TV? Print Advertising?
 E.g. for Hotels: the signages and packaging within the hotels are very important